How to Optimize Your Welcome Emails for More Conversions
To ensure you’re getting the most out of your marketing emails, it is important to take a fine tooth comb to your tactics to be certain you’re optimizing for every possible opportunity. One type of email that is easy for marketers to overlook—because they seem so generic—are welcome emails. These emails are often sent after a visitor to your website signs up for your online newsletter or subscribes to your blog. I came across this great infographic from Easy SMTP that highlights common welcome email mistakes and easy optimizations to make your welcome emails shine. Here are some highlights that stood out to me:
- Personalize your “from” address. When you use generic return address emails such as NoReply@YourCompany you miss the opportunity to give your customers a more personalized connection to your business. Return emails with an actual name and person attached to it (ie YourName@YourCompany) are shown to have significantly better open rates than ones from a generic return address. They are also less likely to end up in your new contact’s spam folder.
- Time is of the essence: It’s important to deliver your welcome email to new subscribers right after they take the action to opt-in, as welcome emails delivered in real-time see 10x the transaction rate of emails sent in batches.
- Be Helpful: Make it easy for customers to reply with any questions (this goes back to importance of using a personalized, real email address). Also make it easy for users to unsubscribe (there simply isn’t much benefit to reaching someone who doesn’t want to be reached) or allow them to easily customize the frequency of future emails.